PROJECT JAZZ

DRIVERS OFFBNC VIEWERSHIP

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AGENDA

1 Research Background

2 Executive Summary

3Detailed Analysis Viewer needs and FBNC’s Niche An image & execution that resonates Platforms for growth

RESEARCH BACKGROUND & BUSINESS NEED

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CONSTANT EVOLVINGWith the ever growing viewer’s demand comes the need for constant improvement.

2010 2012 2013

Basic financial information

• Business news• Overall economic news

Diversifying programs

• Adding new programs to match viewer’s needs

• Provide real life experiences from key figures

Going above and beyond

• Highly interactive program• Introducing lifestyle and

education values

Improvements over the year

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DIFFERENTIATION FROM COMPETITORS

Promoting social interactionFBNC has an exclusive YouTube partnership in Vietnam

Getting financial news closer to viewersRelevant and practical topics during the shows to educate viewers

Providing analytical informationNot just reporting news, FBNC provides analysis from professional views

• How do viewers perceive FBNC’s values?

• How does the show fit viewer’s need?

• What makes FBNC different from other channels?

Insights NeededCurrent values

An in-depth study has been carried out to provide a clear understanding of the market demand.

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RESEARCH METHODOLOGYQualitative and quantitative studies are carried out to gain a thorough understanding of how viewers perceive the values of FBNC

Qualitative study

• Focused group discussion to get a general understanding of viewer needs

• Respondents selected to capture overall market opinion

Quantitative study

• Survey designed based on knowledge gain from group discussions

• Purposive sampling to get the right respondent

• A soft quota of InfoTV viewer is applied for accurate competitor analysis

A comprehensive understanding of the market

• Understand how the values of FBNC’s perceived

• Paint a clear picture of the competitive landscape

• Identify the opportunities for improvement

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RESPONDENT CRITERIAIn order to capture the full picture of market demand, 2 main groups are targeted for sampling purpose.

Young & Aspirational Affluent business viewers

• 24 – 32 years old• Male & Female• HIB class: A,B,C• Degree owner• Currently working or running a

business• Ambitious to improve current financial

situation through knowledge (business, finance, real estate) and accelerate career path

• 40 – 55 years old• Male & Female• HIB class: A & above• Business owner or

management• Experienced in investment or

savings (money or gold) in banks

Common criteria

• Have seen FBNC for at least 6 months

• Have seen any FBNC program in the last 7 days

• A sample size of 100 in HCM for each group

Household income budget (HIB) definition:

• A: 15 mil VND and above/month• B: 7.5 mil – 15mil/month• C: Under 7.5 mil/month

EXECUTIVE SUMMARY

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FBNC STANDS OUT

Watched in the last 6 months KEY COMPETITORS

FBNC is seen as …

Having great financial discussions

Having Experienced guest speakersInteresting programs

Intention to watch is high…

Smart Money 83Top CEO 82Vietnam and Me 78

KEY STRENGTHS

VS

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YOUNG & ASPIRATIONAL VIEWERS

Overview

• Majority interested in Savings with a small portion concerned about gold trading & starting a business

• Watch FBNC later in the evening• Responsible for more online traffic to

FBNC’s materials

Sources of information

Where FBNC stands outImportant channel attributes

• Program in English• Easy to understand• Showbiz image• Has financial discussions• Experienced guests• Interesting programs

TV

Online

Word of mouth

99

87

79

Daily (36%)

Daily (39%)

Once a week (29%)

Program in English

Experienced guests

Showbiz image

Interesting program

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AFFLUENT BUSINESS VIEWERS

Overview

• Savings is a prominent financial activity, followed by real estate and own business investment

• Viewership declines after 8pm• Lower online traffic to FBNC’s materials

Sources of information

TV

Word of mouth

Newspapers

Daily (39%)

2-3 times a month (31%)

Daily (51%)

95

81

76

Where FBNC stands outImportant channel attributes

• Program in English• Appealing host• Experienced guests• Interesting delivery• Financial discussions• Deep analysis• Accurate information

Experienced guests

Program in English

DETAILED ANALYSIS

VIEWER NEEDS AND FBNC’S NICHE

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”

NEED FOR FINANCIAL INFORMATIONFBNC audience’s involvement in financial matters is tremendous, therein lies a huge demand for financial information.

Young & Aspirational Affluent Business Viewers

I have to update information regarding banking interest rates, Forex rates, gold price, etc. everyday. Such information helps me to consult my clients more accurately & building the trust they put in me

“”

“”

“I am investing on real estate, gold & even open a savings account. Any changes in financial market will affect my investment decisions so information about finance is crucial to me

Financial Information, such as USD-VND exchange rates , gold price, is very important to me to set selling prices for my products. I may lose my money if I lost track of it

Quali

28-year-old client service staff in telecom industry, HCMC

42-year-old laptop shop owner, HCMC

45-year-old senior accountant, HCMC

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15

84

49

35

33

25

24

43

14

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FINANCIAL ACTIVITIESSavings stands out as the most prevalent for both groups. However the nature and diversity of investments such as gold trading, currencies and financial management indicate a need for financial information. Investing in one’s business is a notable activity for older viewers in addition to an intention to buy property.

Project Jazz U&A

Q10b – Which financial activities have you done L12MQ10c – Which financial activities do you intend to do N12M

Base: Activities aware

Savings

Gold trading

Loans

Buying/selling properties

Trading different currencies

Life insurance

Financial management

Trading stocks

Invest in my own business

Endowment fund

72

38

23

17

25

15

39

7

27

9

Savings

Gold trading

Loans

Buying/selling properties

Trading different currencies

Life insurance

Financial management

Trading stocks

Invest in my own business

Endowment fund

72

40

22

23

18

18

35

8

32

9

74

50

34

46

22

20

37

17

54

9

Activities done Activities intend to doYoung &

Aspirational(n=100)

Affluent business viewers(n=100)

Young & Aspirational

(n=100)

Affluent business viewers(n=100)

BUT WHERE DO THEY GET THEIR INFORMATION?

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FINANCIAL REFERENCES – TOTALWhile one in 3 indicate that they seek information on properties, this represents 91% of those considering the investment method. TV is the main source of financial information, followed by word of mouth and papers.

Project Jazz U&A

Q10d – Which financial activities require you to seek references?Q15a – From which sources of information do you get your financial information?Q15b – Please evaluate those sources from 1-5Q15c – How often do you access these sources?

Base: All respondents

56% Savings

38% Invest in my own business

36% Gold trading

32% Buying/selling properties

30% Financial management as part of daily job

Activities seeking info (N=200) Where do they get info from? (N=200)

TV (InfoTV, FBNC, ViTV, etc.)

Friends/Family/Colleagues

Websites, online news

Newspapers

Forums, social network

Information given by financial provider

Radio

97

80

77

71

39

21

5

Daily (38%)

Once a week (26%)

Daily (39%)

Daily (40%)

2-3 times a week (25%)

2-3 times a week (29%)

Once a week (33%)

“ ”Every evening, I tune in to FBNC to

watch the interviews with enterprises which are about investment experience

to build up my knowledge.

Quali

“ ”I have capital but I haven’t got any ideas of what to invest on then I will resort to FBNC. Watching FBNC helps me to find

out an investment direction

Quali

AN IMAGE & EXECUTION THAT RESONATES

“”

Presenters of FBNC are very good. The way they guide stories is clear, concise & comprehensible, it’s like a conversation between friends. The clothes they wear

are also professional

Quali

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PROGRAM VIEWERSHIPYo

ung

& A

spira

tiona

lAffl

uent

bus

ines

s vi

ewer

s

Q23a – Which FBNC programs are you aware of? Q23b – Which programs have you seen L12M?Q23c – Which programs will you watch N12M? Q23d – What’s your favorite program?Q26 – Program theme evaluation

Base: All respondents

Top CEO

Smart Money

Vietnam and Me

CNBC

84

84

82

12

78

79

79

9

80

84

79

11Intend to watch Watched Aware

Top CEO

Smart Money

Vietnam and Me

CNBC

84

82

80

20

79

76

75

15

84

82

77

17Intend to watch Watched Aware

Project Jazz U&A

FBNC’s original programming is receiving support from viewers with many of those aware planning to watch.

Conversion from aware to intention to watch

Top CEO 95.2%

Smart Money 100.0%

Vietnam and Me 96.3%

CNBC 91.7%

Top CEO 100%

Smart Money 100%

Vietnam and Me 96%

CNBC 85%

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WHAT VIEWERS SAY ABOUT FBNC

FBNC’s programs analyze a lot of industries, such as banking, real estate, stock, etc

Only FBNC provides analysis hence it brings deeper knowledge that I can understand & learn from that. Info TV doesn’t. For example, Info TV tells me this table is worth 6 million but FBNC will explain to me why this table is worth that price in a detailed way

“”

Info TV only provides information about prices, like price of gold, petrol, forex, sugar and so on. Not as diversified as FBNC

“ ”“ ”“

”

Reliable

Diverse

Analytical

Quali

Guests on FBNC are very prestigious. Since FBNC is screened by HTV – a well-established television channel so all guests speakers invited are all creditable guest. And that’s the point making this channel so trust-worthy

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CHART EXPLANATIONThis chart maps the brand imagery attributes with regards to their importance and relevance to deciding on a financial channel for viewers.

Project Jazz U&A

Attributes are mapped with their importance and relevance values

Top 5 reasons

How relevant the attributes are to choosing a favourite channel

Meanscores of vertical & horizontal values

Hygiene factors are the basic values expected by viewers

Motivators are important values that drive viewership

Potentials are values that can drive for viewership but aren’t stated as important by viewers

Low priorities are factors that are neither important nor relevant for choosing a favourite channel

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CHART EXPLANATIONThese charts display the importance of attributes associated with a financial channel and the ratings given to each channel by respondents.

Stated importance displays the attributes and their relevance to viewers in choosing a channel

#1

The attributes are ranked from 1-5, with 1 being most important and 5 being least important

Brand imagery compares the performance of different channels based on these attributes. The percentages correlate with how much viewers agree with the attributes for each channel.

FBNC

International channels

InfoTV

VTV1

HTV9

Legend

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IMAGERY IMPORTANCE – YOUNG & ASPIRATIONALAccurate and analytical information are the basic must have factors of any financial news channel. The key drivers for young viewership lie in insightful knowledge from financial discussions among experts.

Project Jazz U&A

Showbiz image

Program in English

Easy to understandInteresting programs

Experienced guests

Financial discussions

International newsDeep analysis

Accurate information Timely update

Top 5 reasons

Correlation

Motivators

Hygiene Factors

Potential Drivers

Low priority

Base: Young & Aspirational

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BRAND IMAGERY – YOUNG & ASPIRATIONALQuick and accurate access to analytical financial news are the most important features of a financial channel, followed by experienced insights from professionals. FBNC excels in international news, covering just as much information as international channels do.

Stat

ed im

port

ance

(N

=100

)

Brand imageryTop 2 box

FBNC (n=100)

International channels (n=33*)

InfoTV (n=73)

VTV1 (n=100)

HTV9 (n=100)

#1 #2#3 #4#5

Information Insights Programs Delivery

Note: * Small base

Project Jazz U&AQ16a – Which statements apply to you? Q16b – What are the top 5 reasons?Q16c – Please rank the 5 reasons from 1-5 Q17 – Brand imagery

Base: Young & Aspirational

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0.35

0.40

IMAGERY IMPORTANCE –BUSINESS VIEWERSAttractive host and English programs are factors that can potentially increase viewership. The most important aspects are still financial discussions among experts, with the addition of analytical and accurate information.

Project Jazz U&ABase: Affluent business viewers

Appealing host

Program in English

Professional image

Interesting delivery

Experienced guests

Financial discussions

International newsTimely information

Deep analysis

Accurate info

Top 5 reasons

Correlation

Motivators

Hygiene Factors

Potential Drivers

Low priority

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#1 #2#3 #4#5

BRAND IMAGERY – AFFLUENT BUSINESS VIEWERSAccess to quick and accurate information is much more important for older viewers, while expert insights take a step down in terms of importance. National channels are seen as being more educational than FBNC.

Q16a – Which statements apply to you? Q16b – What are the top 5 reasons?Q16c – Please rank the 5 reasons from 1-5 Q17 – Brand imageryProject Jazz U&A

Base: Affluent business viewers

Information Insights Programs Delivery

Stat

ed im

port

ance

(N=1

00)

FBNC (n=100)

International channels (n=41)

InfoTV (n=78)

VTV1 (n=100)

HTV9 (n=100)

Brand imageryTop 2 box

PLATFORMS FOR GROWTH

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PROGRAM ABOUT WOMEN’S ISSUESThe idea is appreciated by both men & women since it is fitting with their current knowledge needs

High

Low

Interest level

Sure! I will watch this show to understand & share with my wife more easily, which will enhance family happiness“ ”

Great! I am a woman so I need to watch such program to learn how women can spend money wisely. Men & women are now equal, they

must have something exclusive for women“

”

Quali

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”

”

SOURCES OF INFORMATIONThere are various sources of information but mass media – including TV predominate by virtue of high accessibility. TV is the second most frequent source of info following internet

Industry insider

Friends & Family

NewspapersTV

Internet

Least frequent

Most frequent

Accessibility

Internet helps me to collect info at will, even at work so I spend 70% of my time reading info on it. I normally watch TV when in the evening when I am at home. I just reach my friends when I need them to consult me. Industry insiders? Not so many people have such relationship to have info

We watch TV every morning before going to work & in the evening. At work, we will use Internet to collect info. Some of us don’t know how to use Internet thus less exposed to cyber info than younger generation. It’s hard to get info from insiders. The info from them is not always available

“

“

Quali

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Young & Aspirational (n=100) Affluent business viewers (n=100)

VIEWING PLATFORMSThe use of multiple platforms in the younger groups is manifest in their consumption of FBNC platforms. YouTube is proving a more popular medium than the FBNC website.

FBNC on Yahoo

FBNC on YouTube

FBNC website

6%

22%

16%

Project Jazz U&AQ22 – On what other platform do you view FBNC besides TVBase: All respondents

FBNC on Yahoo

FBNC on YouTube

FBNC website

3%

9%

7%